Longitudinal research on public attitudes toward large carnivores is scarce, limiting our understanding of how human-wildlife coexistence evolves. This study works to bridge this gap by replicating a 2012 survey on attitudes toward brown bears (Ursus arctos) in four bear-populated regions of Bulgaria. Shifts in attitudes were analysed between 2012 and 2022 using data of 200 participants, and the influence of socio-demographic and regional variables was explored. Results reveal a significant positive shift in public attitudes since 2012, and decreased support for lethal control. However, persistent regional differences remain, with the Rhodopes region exhibiting significantly higher negative attitudes. The disparity is not explained by bear population density but likely by a combination of factors including landscape characteristics that increase human-bear interaction, lack of protected nature areas, higher rates of conflict, and ongoing rural depopulation. A critical finding is the mismatch between official monitoring data showing declining bear populations and a unanimous public perception of increasing populations, a belief strongly correlated with negative attitudes. Education and age were significant demographic predictors, with higher education and younger age associated with more positive attitudes. The results underscore the importance of continued longitudinal research to capture evolving attitudes and beliefs, while also highlighting persistent regional challenges that must be addressed to foster coexistence.